Core Viewpoint - The article discusses the ongoing legal and business disputes between Thai Red Bull and its Chinese counterpart, highlighting the challenges and market dynamics in the energy drink sector over the past nine years [3][58][81]. Group 1: Company Background - The Chuchai family, owners of Red Bull Group, topped the Forbes 2025 Thailand Rich List with a wealth of $44.5 billion (approximately 319.2 billion RMB) [3][6]. - Red Bull sold 13 billion cans in the past year, generating $12.9 billion in revenue, making it the leader in the global energy drink market [7][8]. - The brand's success is attributed to its strong performance in the energy drink sector and effective marketing strategies [7][30]. Group 2: Market Entry and Growth - Red Bull was introduced to China in 1995 after overcoming regulatory hurdles related to its ingredients [55][56]. - By 2012, Red Bull's sales in China exceeded 10 billion RMB, capturing over 80% of the functional beverage market [56]. - The brand's marketing slogans became widely recognized, contributing to its popularity [56]. Group 3: Legal Disputes - Following the death of founder Xu Shubiao in 2012, disputes arose over brand rights and profit-sharing, leading to over 60 lawsuits with claims amounting to hundreds of billions [59][63]. - The conflict has persisted for nine years, significantly impacting both companies and the brand's market position [64][81]. Group 4: Market Competition - During the ongoing disputes, competitors like Dongpeng Group's Dongpeng Special Drink have emerged, surpassing Red Bull in market share since 2021, reaching 47.9% in 2024 [74][75]. - Other brands such as "Alien" from Yuanqi Forest and "Scream" from Nongfu Spring are also gaining market share, indicating a shift in the energy drink landscape [77][79]. - The article suggests that Red Bull's internal conflicts may hinder its ability to capitalize on market opportunities [80].

Group 1 - The core point of the article is that the Xu family of Red Bull Group has retained its position as Thailand's richest family with a wealth of $44.5 billion, largely due to the strong performance of Red Bull in the global energy drink market [3][5] - Red Bull sold 13 billion cans in the past year, achieving revenue of $12.9 billion, making it the leader in the global energy drink industry [5] - The other co-founder of Red Bull, the Austrian Mateschitz family, holds a wealth of $40.6 billion and has been the richest in Austria for over a decade [5][7] Group 2 - The founder Xu Shubiao, who had a humble beginning, created Red Bull by developing a functional drink to alleviate fatigue, which became popular among blue-collar workers in Thailand [9][10] - Red Bull's marketing strategy included sponsoring extreme sports events, which significantly enhanced its global brand recognition [12][19] - The brand has expanded to over 170 countries, becoming the third-largest soft drink brand globally, following Coca-Cola and Pepsi [19] Group 3 - The partnership between Xu Shubiao and the Austrian businessman Dietrich Mateschitz led to the establishment of Red Bull GmbH in Austria, which launched the product in Europe in 1987 [12][21] - The entry of Red Bull into the Chinese market was facilitated by the establishment of a joint venture with the Huabin Group, which adapted the product to meet local regulations [21][25] - By 2012, Red Bull's sales in China exceeded 10 billion yuan, capturing over 80% of the functional beverage market [26] Group 4 - A significant conflict arose between the Thai and Chinese partners after the death of Xu Shubiao in 2012, leading to numerous lawsuits over brand rights and profit-sharing [27][30] - The ongoing legal disputes have lasted for nearly a decade, impacting the brand's market position as competitors like Dongpeng and others have gained market share [36][38] - The energy drink market in China is becoming increasingly competitive, with new brands emerging and capturing significant market share, indicating a shift in the industry landscape [36][38]